To drive users to customize their BMW cars, the car company has create an application for the iPad with features users can customize. The application is set up like a book, with users flipping pages to learn more about features that can be customized. Users can interact with the app by touching, sliding and tapping the pages (for example, if a user slides their finger across the leather category, the interior goes from black to tan). “The user experience is well-thought-out and they really take you on a journey,” said Laura Woolston, marketing manager at Velti Mobclix Exchange, San Fransisco. “As soon as you open the app, you are greeted with a sleek welcome video to create excitement. To learn more, please visit LuxuryDaily.com.